An insights-first approach prioritizes the gathering and analysis of data and human insights about the desired audience to inform strategy, creative, and execution of integrated marketing campaigns. Performance metrics are tracked to assess the effectiveness of the strategy and used to optimize future marketing efforts to ensure measurable outcomes.
Leverage an approach to market research that thoughtfully integrated qualitative and quantitative research that prioritizes understanding stakeholder needs and motivations, brought to life with tools such as journey maps, language maps, and stakeholder personas.
Obtain firsthand understanding of the consumer’s experience with ethnographic interviews, person-to-person secret shopping, digital touchpoint evaluation and market-based competitive analysis.
Identify strengths and opportunities in brand perception with localized net promoter surveying/scoring, focused design workshops and discussion groups, and consumer surveys.
An insights-first approach is the craft of obtaining true human understanding and requires a process and methods that champion empathy and capture important truths at ground-level.
When approaching insights gathering, there are five pillars you can depend on to do the work effectively and efficiently—they are: